Our Story + Brand Philosophy
Hello, I’m Joe Jackson, founder and owner of Apothecary 27. My journey into the world of natural health began at the age of 15, when I started working at Haslemere Health Foods as a Saturday boy. That early exposure sparked a deep interest in the power of food as medicine and inspired me to pursue a degree in Nutritional Therapy at the University of Westminster.
While I initially set out to become a clinical practitioner, I soon realised that my true passion wasn’t in private consultation rooms — it was in the vibrant, creative world of wellness retail. I was drawn to the energy, the daily conversations with customers, and the opportunity to curate products that genuinely make a difference in people’s lives.
When the very store where it all began came up for sale, it felt like destiny. I seized the opportunity, and with a clear vision and deep respect for its roots, I rebranded the space into what is now Apothecary 27 — a serene, purpose-driven haven for health and wellbeing.
At Apothecary 27, we believe that true wellness is deeply personal. No two people are the same, which is why we treat every customer as an individual — listening carefully and helping them find the right tools to support their unique health journey. Whether that means discovering a herbal remedy, a new skincare ritual, a nutrient-rich supplement, or simply finding a calm and inspiring space to recharge, we’re here to help.
We take pride in our thoughtfully curated selection of products — every item on our shelves is chosen with care, integrity, and an uncompromising commitment to quality. We stock what we believe in, and we never sell just for the sake of selling. If our customers are investing in their health, the products must be worth it.
More than just a store, Apothecary 27 is a community — a space for conversation, education, inspiration and connection. Our knowledgeable team is passionate, approachable, and always learning. We are here not only to support but to elevate, creating an environment where wellbeing feels natural, beautiful, and attainable.
We invite you to step inside, explore, and feel at home.
Your Health + Wellness Destination.
Your Health + Wellness Destination.
Our Brand Values
Calm – We create a tranquil atmosphere. Our tone of voice is gentle and reassuring, never rushed or aggressive. Every element — from the way we greet customers to the music we play — is designed to slow the pace and invite people to breathe.
Intelligent – Our recommendations and content are grounded in real knowledge and experience. We don’t follow fads. We educate with care and nuance, and we’re never afraid to say “we’re learning too.” We speak to our audience as equals — with warmth, clarity, and depth.
Natural – From our product selection to our materials, photography and messaging, we celebrate the power and simplicity of nature. Our environment is earthy and welcoming, never clinical.
Refined – Every detail of the Apothecary 27 experience is curated with intention. Our store layout, product packaging, signage, and social media design are clean, elegant, and thoughtfully composed. We speak with sophistication but never snobbery.
Rooted – We’re grounded in experience, community, and tradition. Our store has history. Our values are enduring. We honour time-tested knowledge — from herbalism to food as medicine — and blend it with modern insight to offer something timeless and trustworthy.
